What do you want people to feel?

Apple WWDC 2013 keynote intro video was an ode to technological achievement, a company vision of perfection, a celebration of proper engineering and design. In video, each phrase is an ode to the growth and impact of proper user centered design. An ode for a paranoid attention to every little detail, something Apple meticulously, but it’s also an ode to experience design, to those outthere like myself who think from the end towards the beggining, overlooking the effect, overlooking how one feels upon interaction, and then designing backwards to ensure a curated and designed experience, consistent, repeatable and delighful.

Apple is in many senses unique, for there are those that do inovation by brute force differentiation and those who generate differentiation by design, in particular experience design. I work along the last.